Buoyant Bob is back for an encore.
The cannabis brand from Missouri—which has cleverly been turned into a verified artist on Spotify—has dropped a new full-length music video for 420, the biggest sales holiday on the annual cannabis calendar.
The video, shot at a St. Louis concert, stars renowned reggae performer Josh Heinrichs and his son Aston, a budtender at Greenlight Dispensary, singing a new version of Bob’s autobiographical theme song, “The Man Who Got So High.”
This is the latest marketing move by parent company Show-Me Organics ahead of a key line extension for the brand, the high-dose Buoyant Bob’s Raft Gummies coming this summer.
The partnership “was a match made in stoner heaven, because the Heinrichs duo loves our products and we love their music,” according to Tony Billmeyer, CMO at Show-Me Organics.
Buoyant Bob first hit the airwaves last year to celebrate Missouri’s adult-use weed sales, spiking sales of the brand and spawning several artist collaborations. The latest iteration of the trippy single will get distribution on YouTube, Apple Music and Spotify, with cutdowns on digital video, digital out of home and in-cinema.